Double the Season's YoY Sales with a ROAS of 10.
A return on ad spend over 10 (ROAS) from March to August 2022.
Vanessa Mennillo, Founder and CEOI always knew that digital marketing was a way to increase sales drastically, but I didn't think it would be this fast and effective. Working with an agency like mint. means that you are supported by a team of dedicated professionals. I recommend them to everyone!
Objectives.
Increase online and in-store sales in Canada
Challenges
- Competitive industrie with low barriers to entry
- Strong seasonality in Canada
- No historical advertising data and low website SEO score.
Our Strategies.
How did we reach the goal?
Ad Presence on Pinterest Ads, Facebook Ads and Google Ads
We started the mandate with a social ads strategy on Meta and a seach engine ad strategy on Google. We quickly found that an overabundance of competitors exploited the same platforms. Even though our campaigns were highly performing and profitable, the idea of testing a less crowded advertising platform that could help us reach our target market was attractive. Pinterest Ads was quickly added for the launch of Mennillo's new swimwear collection.
Pinterest is the go to platform for young women in search of fashion and travel inspiration. For us, it was the perfect opportunity to introduce the brand to its target audience before the purchase decision is even made and place it top-of-mind ahead of its competitors (the advertising platform being less frequently used by other swimwear brands in Canada).
Result:
ROAS of 7 in the first 3 months after launch
Budget Allocation and Growth Strategy
Our team manages our partners' investments in a very active way. Our proactivity and flexibility can be seen in the allocation of spend by platform, by market and by campaign, as well as in the strategic growth of the budget to maintain control over the campaigns' profitability.
For this mandate, we made weekly adjustments to the advertising budget in order to:
- Track seasonality of demand.
- Generate budget growth in profitable areas and eliminate budget in underperforming areas to maintain an excellent ROAS.
- Generate growth in Ontario.
- Amplify best performing messages and visuals to generate new customers at the lowest possible acquisition cost.
Integration of Google Ads Display Campaigns
We started the mandate with both acquisition and brand protection campaigns on Google's search engine.
However, when the summer season arrived, we observed an increasing number of competitors with larger budgets and higher authority on search engines (SEO), preventing us from maintaining a good profitability with our current acquisition costs (CPA).
We therefore adjusted our strategy by investing in the Display Network while only keeping Brand Protection campaigns for search.
This ajustment led to the following impacts:
(May-August 2022 versus March-April 2022)
- ROAS +88%
- Clicks +400%
- Reached close to 1M impressions
- Doubled conversions
- 15% increase of the Average Cart
The Results.
in 6 months between March 1rst and August 31rst 2022.
March 1rst to August 31rst 2022 vs the same period in 2021.
from March 31rst to August 31rst 2022 vs 2021.
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